TBWA & ANZ launch GAYTMs

Covered in thousands of rhinestones and featuring vibrant colours, ANZ has transformed four of its most prominent ATMs into ‘GAYTMS’ in support of diversity and inclusion.

The GAYTMs, which were by introduced by ANZ Australia last year to celebrate the famous Sydney Mardi Gras and quickly became a sensation on social media, were commissioned in New Zealand as part of the bank’s diversity programme, which has also featured special ATMs for Matariki and Diwali.

The spectacular art installations also celebrate ANZ’s partnership with Auckland’s Pride Festival and Wellington’s Out in the Park, and mark ANZ’s accreditation into the Rainbow Tick programme.

The Rainbow Tick is a quality improvement programme designed to make an organisation a safe, welcoming and inclusive place for people of diverse gender identity and sexual orientation.

Matt Pickering, Head of Retail and Business Banking Marketing at ANZ, said “The GAYTMs are a fantastic way of celebrating the diversity of our staff and our customers.

“There was a hugely positive response to the campaign in Sydney last year so we’re thrilled to bring the GAYTMs to NZ, with a uniquely Kiwi flavour.”

The GAYTM at ANZ Ponsonby features a uniquely Kiwi design by acclaimed artist Reuben Paterson, who is of Maori and Scottish descent. Freedom Flowers takes its inspiration from the Rainbow Flag, and features the native New Zealand flower, the Puawhananga or Clematis Paniculata. The three other GAYTMs are based on designs created by artists The Glue Society (Pink Ink, Party People and Pride).

As well their flamboyant designs, the GAYTMs will also print ‘Freedom Flowers’ receipts and display support messages for the Pride and Out in the Park festivals. ANZ is donating proceeds from the use of non-ANZ customer cards from the GAYTMs to OUTline, a not-for-profit counselling service that supports people dealing with gender and sexuality issues.

To support the GAYTMs, ANZ is also running a social media campaign where people can glam up everyday items and upload pictures to Facebook, Twitter or Instagram with the tag #GAYTMNZ, to be into win flights, accommodation and VIP tickets to Mardi Gras in Sydney. Terms and conditions apply.

The GAYTMs are located at 312 Ponsonby Road, 122 Karangahape Road, 45 Queen St in Auckland, and 22 Willis St in Wellington throughout February. ANZ 45 Queen St will also display rainbow coloured lights for the month.

The NZ GAYTM campaign was created with Whybin/TBWA Auckland. Whybin\TBWA CEO Todd McLeay says that a Trans-Tasman approach to this campaign has helped add to its impact.

“Our teams have worked closely with our Australian counterparts since the idea for GAYTMs first came about. It’s great that we are now able to translate all the learnings and creative direction into New Zealand.”